Nycer - Identity Development

Bold and easily identifiable. Classy and clean. Friendly and modern. The nycer logo is a delicate balance between fun and sophisticated. It lives at an intersection of playful, avant-garde, kind, and inviting. It is the perfect introduction to a breakthrough line of psilocybin based microdose offerings targeted at a sophisticated mainstream audience who could be easily turned off by overly psychedelic branding.

The active ingredient in nycer responsible for all of it's magic and healing effect is psilocybin. Our team turned microscopic images of psilocybin into graphical elements that would be easily identifiable as a brand mark, and could be used throughout the entire brand experience. The colors we introduced created a contemporary look and feel in support of the playful nature of the brand.

The scientific research responsible for the decriminalization and legalization of psilocybin proved that it was better than any pharmaceutical on the market for helping people overcome treatment resistant depression and trauma. Ongoing research continually discovers the addition of a wide variety of life improvements that can result in the consumption of the nycer offering.

The majority of other psychedelic brands on the market appeared overly trippy or stuck in the past. It was my objective to differentiate our offering from others by creating an identity that was both clean and minimal, while simultaneously playful and attention grabbing.

Our hypothesis was that when the mainstream market would see the image above, they wouldn't immediately think about psychedelics, and that was the point. We created this image for our first press release and we hoped that it would do a good job of introducing our brand as lifestyle brand versus being overtly psychedelic. We shared more than graphical elements. We introduced a product, packaging, a mindset, a contemporary setting, a lifestyle, and most importantly we provide inspiration to learn more.